摘要
顾客独立创造价值是指顾客在一定的社会情境下利用知识、技能、企业的产品与服务乃至顾客本身的社会角色和位置以及与其他社会成员的相互关系等各种资源,通过与产品或者与其他顾客的互动进行价值创造的动态过程;企业成为价值创造的协助者,为顾客提供平台和资源。本文着重研究顾客在互联网中通过社会互动进行的价值创造。随着操作性资源的数字化、社会互动行为的线上化以及顾客社群形成的互联网化,互联网正成为顾客通过社会互动进行价值创造的重要平台。研究互联网条件下顾客独立进行的价值创造对于价值创造理论的发展和营销管理实践都具有重要意义。本文首先分析了互联网对顾客独立创造价值的重要影响;接着提出了研究互联网条件下顾客独立创造价值问题的理论基础,包括营销资源理论和社会结构理论;然后提炼出顾客在互联网条件下独立创造价值的路径,包括弱关系互动与信息流动以及强关系互动与情感回应;最后对未来研究方向进行了展望。
Customer-dominant value creation can be defined as a dynamic process that customers utilize resources such as knowledge, skills, products or services offered by firms, their own social roles and positions and their interactions with other social members to create value in a certain social context through the interactions with products or other customers. The organizations as value creation facilitator supply customers with the platform and re- sources.This paper focuses on value creation by customers through social interactions on the internet.Due to digital operant resources,online social interactions and online customer com- munities, the internet has become the important platform for customers to create value through social interactions. The research of customer-dominant value creation from the inter- net perspective is of great significance to the development of value creation theory and mar- keting management practice.This paper first analyzes the significant impact of the internet on customer-dominant value creation. Then it proposes marketing resources theory and social structure theory as the theoretical basis of customer-dominant value creation research in in- ternet context.It refines the routes to customer-dominant value creation in internet context： week relationship interaction ＆ information flow and strong relationship interaction ＆ emo-tional responses.At last,it provides ideas for future research.
出处
《外国经济与管理》
CSSCI
北大核心
2015年第5期14-24,共11页
Foreign Economics & Management
基金
国家自然科学基金资助项目(71172145)
关键词
互联网
顾客独立创造价值
顾客主导逻辑
社会情境价值
internet
customer-dominant value creation
customer-dominant logic
value-in-social-context
